The property wasn't nurtured as other 80s toy properties (GI Joe, Transformers, TMNT) were. Despite that, it was popular in the 80s, and has done fairly well on reruns since then. Still, between May of 1988 and March of this year, there was literally nothing officially new added to the franchise, as far as I know. That left a fanbase that is dedicated, but not especially wide.
It seems that this film is almost a fishing attempt to see if there's possible future profit there. If they can get a new slate of fans interested, it could do quite well.
The downside, though, is that the existing fanbase could be alienated and won't turn up.
We'll have to see which way it goes.